Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung, Indonesia

Authors
Yogi Suprayogi1, *, Ratih Hurriyati1, Bambang Widjajanta1
1Department of Management, Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: yogi.suprayogi@upi.edu
Corresponding Author
Yogi Suprayogi
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_96How to use a DOI?
Keywords
Marketing; service quality; Student Satisfaction; University Brand Image
Abstract

The purpose of this research is to help universities find out the factors that can increase student satisfaction so that universities can be chosen amid intense competition between universities. The quantitative method was used by distributing online questionnaires to 105 respondents who were undergraduate students majoring in Management at one excellent university in, Indonesia. The questionnaire data were then processed using the PLS-SEM data analysis technique. The results of the study found that service quality affected university brand image, and university brand image became a mediating variable that affected student satisfaction. Service quality through university brand image mediation variables perceived by students will increase student satisfaction. It is expected that in the future this research will have an impact on universities to develop marketing strategies with a focus on these factors that can increase student satisfaction so that universities can compete with others.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
10.2991/978-94-6463-234-7_96
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_96How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yogi Suprayogi
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
PY  - 2023
DA  - 2023/09/29
TI  - Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung, Indonesia
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 925
EP  - 931
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_96
DO  - 10.2991/978-94-6463-234-7_96
ID  - Suprayogi2023
ER  -